Paul Poiret
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Contents Brand strategy 5
Old brand DNA 6-7 Collaborative partner 8-9 Brand positioning 11 Consumer moodboards 12-13 Brand Identity 16-17 Communication Strategy 18-19
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Brand Strategy
Paul Poiret was the first fashion designer to launch his own fragrance line alongside a fashion line, this is something that should be celebrated. So, for this reason for the relaunch Paul Poiret will be reviving the famous fragrance Rosine in 2020 over 100 years from its first release in 1911 all goes well then, the brand aims to launch a small collection of accessories in 2222 followed by a clothing line in 2223. As part of the relaunch strategy Paul Poiret will host small pop up shops in London, Manchester, Glasgow, Shanghai and Beijing. These shops will be unannounced to customers and will create a sense of excitement and mystery as well as a sense of exclusivity as they are only temporary. Customers that purchase the fragrance from these shops will receive a limited-edition boutique bag featuring the brands latest add campaign and postcard sized images will be handed out throughout the day. Following on from the pop up shop consumers will be able to purchase the fragrance from department stores and the Paul Poiret website. The brand will be launching into the luxury beauty market and the aim of the relaunch is to provide women with a fun and feminine fragrance.
Collaborative partner Becky Li also known as ‘Becky’s Fantasy’ has over 4 million fans on Chinese social media, with the fourth most popular account on weibo. She recently collaborated with mini cooper to create a limited-edition car which sold out almost instantly and collaborations like this have earnt her the nickname of ‘Buy,Buy,Buy’ because of her selling power. As part of the relaunch strategy Paul Poiret will collabo-rate with her for the relaunch of the original fragrance Rosine. Becky li was chosen as a partner be-cause her feminine yet bold style truly reflects the essence of the brand. Becky li has also recently re-ceived sponsorship deals from Chanel, Dior and Gucci so is no stranger to the beauty industry.
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Brand Positioning Pricey
Paul Poiret
Feminnie
Aesthetic
Functional As a Brand Paul Poiret is different from the others in the luxury fragrance market due to its unique mix of modern femininity and boldness.
Consumers
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Brand Identity
When Paul Poiret originally launched in the 1910’s the brands quirkiness and originality was one of the things that undeniably made it so successful and secured a place in the consumers heart. Now over a decade later the brand is being revived to a new wave of young fresh consumers, with a brand-new image to match. The new Paul Poiret will retain the bold feminine look of the original Paul Poiret as well as mixing in a new fresh and fun feel. This is so that the brand will be able to reach out to their new young consumer base while remaining loyal to the original values and image created by Paul Poiret himself, thus creating a unique feel.
‘I do not impose my will upon fashion. I am merely the first to perceive women’s secret desires and to fulfill them’ Paul Poiret
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Communication strategy Online touch points Social Media As part of the relaunch strategy Paul Poiret will have accounts on all the popular social media in order to reach out to a younger audience, this includes Snapchat, Instagram and Facebook. Alongside this Paul Poiret will also have an account on chinese social media Wechat and Weibo as this type of consumer doesnt use mainstream social media. Furthermore the brand will also be featured on collaboarative partner Becky Li’s Wechat account meaning this is a further way consumers can connect to the brand.
Website Paul Poiret will have its own website on which consumers can purchase the fragrance directly. As well as this the website will contain images from the latest add campaign and information on new products that may become available.
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Offline touchpoints Pop-up shops As part of the relaunch strategy Paul Poiret will host small pop up shops in London, Manchester, Glasgow, Shanghai and Beijing. These shops will be unannounced to customers and will create a sense of excitement and mystery as well as a sense of exclusivity as they are only temporary. Customers that purchase the fragrance from these shops will receive a limited-edition boutique bag featuring the brands latest add campaign and postcard sized images will be handed out throughout the day.
Department stores Paul Poiret Rosine fragrance will be sold at various department stores, this is so that the brand can reach a wider consumer base as people can still come across the brand without actively looking for it. Also, it means that the fragrance will be readily available and easy for consumers to purchase.
Magazine Advertisements and Billboards Paul Poiret’s campaign images will be placed in magazines as well as on billboards across the UK and China. This is so that the advertisements will be viewed by many and will then encourage consumers who may not have heard of the brand before to try it out.
Maisie Smith 26020013